Brand Shop aims for fake baby to go viral
A woman walking through Sydney with an obviously fake baby is the premise of an ad which The Brand Shop hopes will go viral.
The ad is aimed at positioning pasteurised foods as “fake foods” compared to the frozen meals on offer from home delivery meal company YummyBubby.com.
The ad features the reactions of people when they see the woman treating the doll as if it is a real child. And finishes with the message: “Did you know that Supermarket Baby Food is Pasteurised? Which actually means it’s fake food. So unless your baby’s fake log onto yummybubby.com”.
The campaign, which was shot as a TVC rather than with hidden cameras, does not have a television media budget, so the brand is relying on it gaining an audience on YouTube. At the time of writing there had been 46 views.
The Brand Shop’s MD Gavin Larkin claimed: “The viral campaign we’ve created is a great way get a brand noticed for the right reasons using a small budget. We’re reaching the breadth of the target audience of smart, busy mums via their preferred channel of viral word-of-mouth instead of TV because this is how mums choose to inform and arm each other with important information.”
Credits:
- Executive Creative Director – Monty Noble
- Director of Vision/ Director – Rodd Martin
- Group Business Director – Kate Meyer
- Broadcast Producer – Elisa Maine
- Viral Distribution – Lucid Online
- Client – Catherine Jefferies
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Another idea that’s been borrowed:
http://today.msnbc.msn.com/id/26974105/
…knowing that, it leaves a sour taste in my mouth.
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I just hope they get rid of the errant apostrophe in “you’re” (should be your)…
: o
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Apostrophe not there on the video though. : )
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Which makes it my bad! Sorted…
Misconceived. If they’d genuinely tried it with hidden cameras it would have been interesting.
It’s not going to go viral. Why would people pass it along?
But I wonder if this is misdirection. The fake food claim is shit science. Pasteurisation made a major contribution to human health in the 20th century.
I reckon this could be an attempt to generate a controversy for the PR value.
Any food scientists going to bite?
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Hi Tim
Could you delete my comments or no doubt someone’s going to spend hours looking for the errant apostrophe that no longer exists.
OK. So maybe that’s just something I would do.
OK. Over and out.
: P
P.S Very much enjoying mUmBRELLA!!
: )
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I’d love a comma in the tag line though.
First time I read it I wanted to know what action I needed to take for my ‘baby’s fake log’ ??
She has imaginary friends but I haven’t heard reference to a log as yet!
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The comma has pushed me over the edge (well spotted Annette! 🙂 ).
I now feel compelled to add this;
http://zebrabites.com/2008/07/.....of-course/
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Thank God everyone searching the Internet for ‘Fake Babies’ will go here now and not to the blog.
Nice job, BTW, TB…
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